Cybex

Objectives

1Capture data on women in the 2nd or 3rd trimester of pregnancy, when mums-to-be are most likely to make major purchases, such as choosing a pushchair.

2Move away from relying on social media targeting of pregnant women, which is costly and the women are often bombarded with advertisements

3Ensure that data is completely up-to-date, reaching these women in this small, but critical, time-frame is worth thousands to Cybex

Solution

We created a “nominate a pregnant friend for a pre-natal massage” campaign.The primary entrant was invited to describe why their pregnant friend deserved a treat. They then received a unique sharing link to pass on to their pregnant friend to “accept their nomination”. When the pregnant friend followed the link, they were presented with the primary entrant’s lovely message and an entry form, which along with the chance to win the massage, incentivised them to share their data.

Traffic was driven to the campaign via social media advertising to 25-38 year old women, and to their existing email database.